Part 2: Facebook a Viable Channel for Industrial Marketing?

This is part two of the blog post about how to leverage Facebook for business. Because our blog focuses on industrial search marketing and B2B online marketing, I wanted to discuss Facebook specifically for those markets. Social marketing is a hot topic and businesses are excited about the potential of Facebook, LinkedIn, and other social sites. However, in the B2B and industrial areas, marketing has always been approached differently. The marketing channels used, the tone and approach are different when promoting an industrial client. So using Facebook for industrial website promotion should have a slightly modified action plan. Industrial clients should still leverage traditional Facebook promotion including developing a personal profile, a business page, adding your company’s RSS feed and posting industry specific content to your profile and page. But B2B clients will need to take extra time to find where their industry enthusiasts “hang out” on Facebook. Industrial clients won’t immediately find a Facebook group devoted to Sheet Metal Stamping or Industrial Cleaning. However, after some digging around the social sphere, I found that there are groups for many industrial niches on Facebook already. Some of the industries represented are: electrical linework, industrial cleaning and manufacturing. There are individual industrial business profiles for many companies, and there are also groups like the Society of Manufacturing Engineers.

I think much of the potential for industrial clients is in the industrial Facebook groups. Facebook groups are places for like minded industrial individuals to congregate. The groups allow users to post messages to each other, like a forum. The group page can also post events for its members to attend online or offline. The information being bounced around on the group pages is often very current. You may see discussions about your industry’s trends. You will see members posting interesting links to industry specific blogs and articles. So, the group pages could provide a fresh look into your own industry. Approach these groups as a way to keep your finger on the pulse of your industry and understand what’s important now in metal stamping, manufacturing and industrial cleaning. So, the Facebook groups will be enriching to your business by way of new information and trends. You can also find friends in your industry and build new network bridges.

As for promotion of your specific business, you will want to adhere by the guidelines in Part 1. Don’t be shameless in your industrial website’s promotion. Members of your industry group will see right through your attempts. Instead, focus on adding value to the discussion. Contribute your honest information and ideas about your industry. Post link backs to your personal business profile. Make sure your personal file has engaging content about your business and your industry. Make them want to become a fan of your business.

Though your industry may not be highly represented in Facebook pages and groups, this prevents a huge opportunity for you to be part of the beginning. Facebook is growing exponentially, and you have a chance to be one of the founders of a rapidly growing industrial community. Establish your business on Facebook now, and you may eventually become an industry authority, that Facebookers turn to when they have questions about your niche.

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